The duality of the expression is intriguing. On one hand, SO REAL references the organic, natural matter, brands with history, authentic products that present themselves with natural honesty.
On the other hand, SO REAL alludes to the high definition, ultra clear, objects that dominate physical space, the modern, and the clean lined.
With the physical format media more important that ever, Issue FOUR reifies the print medium with the tactile tangibility of our pages stimulating both the mental and physical. We tear people away from their digital appendages and remind them, even if only momentarily, that there is another reality, and it’s far more beautiful.
(Warning: Video contains flashing images)
The front cover is unassuming and void of title, branding only indicated by our centralized symbol of aspiration – the JOSHUA Tree – making for a clean, minimal aesthetic becoming of any environment. Open the publication to unveil a more conventional front cover, giving insight to the content and inviting you into our aspirational world. This purist's version of JOSHUA's Magazine is only available online.
JOSHUA’s Magazine acknowledges that real life doesn’t consist of seasons or collections, but of chapters – that is how life is lived. Chapters of accomplishments, trials, failures and of course – triumphs. Those that have read past Issues of JOSHUA’s Magazine will notice that it is not partitioned in areas of interest, but disparately moves from feature to feature denoted in Chapters; reflective of the chronology of life. While not sectioned, JOSHUA’s Magazine will cover the same interest areas in each issue albeit to varying extents depending on the “mood” of the issue. Rest assured, your key interests will always be covered.
Regardless of interest or idyllic vocation the real world revolves around businesses and the procurement of money; the dream situation are those that find a way of making businesses doing things they truly enjoy.
Each issue of JOSHUA’s Magazine will celebrate aspirational businesses and take a look at how they went about securing their future and success. Issue FOUR’s PURVEYOR, features three businesses hailing from different continents and industries.
Our Fashion Editor Anthony Elliott visits the outlandishly remastered No.1 Savile Row, to interview Jason Basmajian, Chief Creative Officer of Gieves & Hawkes, and examine the evolution of the elite tailor. To quote his words:
“It is refreshing to hear someone on Savile Row speak with such commercial sensibility.” - Anthony Elliott
Masamichi Katayama is a curator of spaces, and founder of the world lauded interior design firm WONDERWALL. Katayama and his agency have humbly been responsible for some of the “greatest” spaces over the last couple of decades; from the Water Bar at Colette, to the Nike flagship store in Harajuku, from the KAWS studio in New York, to the colourfully intricate Bape stores. We travelled to Japan to delve into Katayama's design philosophy and discuss the views of the master curator.
Established in 2009 by three friends, SATURDAYS utilize New York as the backdrop for a niche surf inspired lifestyle brand. Steadily gaining more and more traction they seem to only be getting started. Our Editor at Large Jean Pierre Mastey met with SATURDAYS founding partners Colin Tunstall, Morgan Collett, and Josh Rosen, to examine the dynamics of the trio.